Customerjourney

The customer journey

 Any organisation will engage with its customers at a number of different times in a number of different ways from the point in time when a customer is as yet unaware of the product/
service until the point at which they become a loyal and satisfied customer. These points of engagement play a critical role in winning a loyal and happy customer base and by having a clear understanding of what the key points of engagement are, and what impact they are having on customers is key to the success of the organisation.

 

Mapping the journey

In order to understand the journey it is necessary to map it.  Usually this is done via means of three
separate activities:

• Mapping the process =  obtaining a detailed understanding of contact points – i.e. the times and situations in which customers will interact with the organization.
• Mapping the customer experience = obtaining an understanding of the mix of different customer experiences at each contact point
• Measurement metrics – developing a formal means of measuring the effectiveness of customer contacts and obtaining meaningful measures.

Benefits of the Exercise

At the end of the process, the business will benefit in a number of different ways.  A clear understanding of the customer journey will allow the business to...

 

• Understand key aspects of contact they have with customers that are delivering the most
for the business.  This enables the company to justify a continued focus of resource in these
areas.  It also enables to company to understand what aspects of their service will yield 
potentially valuable case study information that can help attract new business.

• Understand any areas of variable performance and hence channel resources appropriately to
help improve relationships with customers who are less strongly engaged.

• Understand any areas where those customers who are less strongly engaged might actually
be looking for a different type of service to those customers with whom the company
has a strong relationship.  This raises the question as to whether there might be any
advantage to be gained in offering new or modified services to help improve relations.

• Understand those areas of the business where contact with customers and prospects
is most likely to be failing/potentially delivering a negative outcome.  This then highlights
those areas in most need of attention, helping significantly in determining future priorities.

Download our overview guide to Mapping the Customer Journey